Buying Behavior of Customers

Running head: BUYING BEHAVIOR OF CUSTOMERS
BUYING BEHAVIOR OF CUSTOMERS
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Name of the University
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1BUYING BEHAVIOR OF CUSTOMERS
Table of Contents
Response to question 1: The role of group interaction in decision making process of a customer.2
Effect of reference groups on the buying decisions of the customers.........................................2
Response to question 2: discussion on factors of buying behavior.................................................3
Psychological factors...................................................................................................................4
Social factor.................................................................................................................................4
Cultural factors............................................................................................................................4
Personal factors............................................................................................................................4
Economic factors.........................................................................................................................5
Response to question 3: the role of a marketer in :..........................................................................5
Advertising......................................................................................................................................5
Promotion....................................................................................................................................5
Persuasion....................................................................................................................................6

2BUYING BEHAVIOR OF CUSTOMERS
Response to question 1: The role of group interaction in decision making
process of a customer
Figure 1: Social factors influencing consumer behavior
Source: (Zhang and Benyoucef 2016)
Effect of reference groups on the buying decisions of the customers
There are various influencers who try to influence the customers decision making process
by gathering sufficient information about the products and services and trying to impose their
decisions on the buyers decision making (Kapuge 2016). The influencer that has the highest level
of influence on the customers buying decision is that of the reference groups. The reference
groups consists of the people that the customer compares himself with and that are related to the
customers. These people may be his friends, family, relatives, neighbor. Customers try to